Key takeaways

PERSONAL NOTION OF ‘HIGH’ VS ‘LOW’ ENGAGEMENT CATEGORIES

CONSUMER LIFESTYLES AS VEHICLES FOR BRAND BROADCASTING

Value is defined by consumers on their own terms

Overview of the sub-trends 

 

Spend money pursuing personal hobbies and interests in the next twelve months: Likelihood to do in next 12 months

(% very/somewhat likely)

82%
78%
74%
75%
83%
85%
86%

Importance of a brand sharing and promoting the values I most care about

(% essential/important to have)

60%
47%
51%
65%
54%
45%
55%

How dynamic are the sub-trends?

How have the sub-trends evolved?

Value is increasingly defined by consumers on their own terms, with lifestyles becoming the vehicle for personal broadcast; with this in mind we see one shift in the sub-trends:

Thought-starters: How could you…?

Ensure your product meets consumer needs on a functional and emotional level? How can you best align with their personalities and values?

Change the story of your category, challenge the definition of your product, and offer something new and relevant?

Bring an element of exclusivity or ‘shareability’ to your product offer? Could partnerships make this possible?

Give consumers the opportunity to customise your products to have a greater sense of ownership?

Leverage the power of today’s ‘new experts’ to create an excitement around your product?

Create a buzz around your brand to be the place where people actively come to have a voice and participate? What shared values can you dial up?